We’ve gotten used to Googling potential hires, checking LinkedIn for endorsements, and scanning social media to make sure their values align with ours. But here’s the truth: brands have digital footprints too—and buyers, investors, and partners need to start screening them just as critically.
In an era where trust is currency and social media receipts never expire, a company’s online presence is more than just marketing fluff—it’s a reflection of their values, leadership, and integrity. And when that digital footprint turns toxic, the fallout doesn’t just land on them—it lands on you too.
When Brand Behavior Becomes a Liability
We’ve seen it firsthand in the seafood world. A company presents itself as innovative, sustainable, and mission-driven—but behind the scenes (and sometimes not so behind the scenes), the founders are using their platforms to harass industry professionals, spread misinformation, and wage personal attacks.
This isn’t just unprofessional. It’s dangerous—to reputations, to partnerships, and to the integrity of the industry. And when buyers don’t do their homework, they risk backing a brand that can drag them into the mud too.
What Should Buyers Be Looking For?
Here are some tips to vet brands in this digital age—especially those that are newer to the space or haven’t built up a long track record:
✅ DO Your Digital Due Diligence:
- Google the brand and its founders. What comes up? News? Lawsuits? Rants?
- Look at their social media. Are they engaging constructively? Do they speak with integrity—even when they disagree with others?
- Check who they associate with. Do they collaborate or isolate? Do they uplift the industry or tear it down?
🚩 RED FLAGS to Watch Out For:
- Aggressive or hostile posts—especially those targeting individuals or organizations without evidence.
- Victim narratives that shift blame onto everyone else when things don’t go their way.
- Lack of transparency about business relationships, funding sources, or supply chains.
- Claims that everyone is out to get them—this isn’t whistleblowing, it’s manipulation.
💡 DO Ask Questions:
- “Who are your partners or funders?”
- “What certifications or verifications back your claims?”
- “Can you share how you’ve handled disagreements or conflicts in the past?”
If someone’s answer is, “We’re being silenced” or “Everyone’s corrupt except us,” that’s not bravery. That’s a red flag with a loudspeaker.
🛠️ RECOMMENDATION: Create a Brand Vetting Checklist
Just like you vet vendors for food safety or traceability, add a reputational lens:
- Online footprint check
- Public conduct of leadership
- Alignment with your own company’s values
- Any signs of unprofessional conduct, defamation, or harassment
The Takeaway
Backing a brand means more than buying a product—it means endorsing their values. In today’s hyper-connected world, your reputation is tied to the company you keep. So keep good company.
Don’t be afraid to say no to drama.
Don’t ignore your gut.
And don’t forget: just because a brand says they’re “disrupting the system,” doesn’t mean they’re doing it for the right reasons.